Theoretical Foundations And Conceptual Model Of Territorial Marketing Capital

Abstract

Amid intensifying competition among regions for investment, tourist flows, skilled labour, entrepreneurial projects, and access to foreign markets, regional development can no longer be explained solely by material resources and production potential. A territory’s recognition, positive reputation, stakeholder cooperation, visibility on digital platforms, and ability to create value for target audiences are becoming independent economic resources. This article aims to clarify the theoretical content of territorial marketing capital, distinguish it from the concepts of territorial capital, territorial brand equity, marketing potential, and regional competitiveness, and develop its conceptual model. The study employs a systematic literature review, comparative and categorical analysis, content analysis, theoretical synthesis, and a systems approach. As a result, an original definition of territorial marketing capital is proposed, and its six-component structure is substantiated. The structure comprises resource and identity capital, brand and reputation capital, institutional and relational capital, communication and market capital, digital platform capital, and experience and loyalty capital. A conceptual model is also proposed that integrates the transformation of territorial resources into marketing value, stakeholder cooperation, digital platforms, spatial spillover effects, and feedback mechanisms. The model provides a theoretical foundation for developing a methodology and an integrated index for assessing the marketing capital of Uzbekistan’s regions.